Heineken beer began 150 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in the heart of Amsterdam. Four generations of the Heineken family later, Heineken’s 2011 measured brand value is ranked third in the world at $6.6 billion only behind Budweiser and Bud Light. Today Heineken remains an independent global brewer whose 250 beer brands, which include such labels as Amstel, Dos Equis, Foster’s, Newcastle Brown Ale, and Tecate, are enjoyed in 178 countries around the world with operations in 71 countries. However, the Company’s principal global brand remains Heineken. (Heineken International) In 1914, control of the company took the founder’s son Dr. H.P. Heineken and exporting to United States started soon after him. Traveling on the Dutch liner “Nieuw Amsterdam” to New York, he met Leo van Munching, the liner's bartender. Impressed by van Munching's knowledge of beer, Heineken offered him a position as the company's importer in New York. Heineken distributed beer to the restaurants, taverns, and hotels in the New York area until Prohibition forced him to stop in 1920. After cancelling the prohibition in 1933, Heineken resumed their export to USA and they became the very first beer importer to United States. In the beginning, 1940s U.S. market became tremendously important to Heineken Company and eventually became the largest market outside the country. After World War II in 1945, Van Muniching formed the company and became the main distributor of the Heineken beer in New York area. Through Van Muniching distribution system, Heineken became the most the dominant beer import in the U.S. Heineken was available in 70 percent of the nation’s retail and outlets while others alcoholic beverages were available only in metropolitan areas and other geographical regions. Heineken beer destined for the United States was brewed at the company's Hertogenbosch brewery, where special production lines accommodated the varied labeling...

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